T-Commerce 환경에서의 온라인 소매 행위 영향 요인에 관한 연구

초록

The present study, rather than predicting problems in terms of general viewpoints in a proactive manner, aims at analytically investigating, through surveying and empirical analysis, the demand forecast including use intention on T-Commerce as well as change in consumption after incorporation of T-Commerce and its route of preference by consumers. As a result of empirical analysis over the research hypotheses, all routes except for easiness were selected with statistical significance by having positive effect on user satisfaction, where the highest variable attributable for affecting users is system quality followed by usefulness, amusement, product perception and immediate connectivity, respectively. The highest score of system quality selected was then detailed for verification based on sub-variables, the result of which showed that settlement security and speed to provide user service be most highly attributable for fulfilling satisfaction. Meanwhile, the in-depth analysis on the second-scored variable of usefulness evidenced that such sub-variables as time-saving setting for shopping and benefit of purchase through T-Commerce be closely relevant to user satisfaction. Likewise, the analysis of the third scored amusement variable emphasized that fulfillment of intellectual curiosity and pleasure be mostly influential to user satisfaction, and the variable of product perception as the fourth factor implied that diversification in product composition be more preferred rather than price and quality attributes in products. The last-positioned variable of immediate connectivity showed that it must be secured to the extent regardless of connection time and space in order to satisfy users. The result as above is suggestive that merely theoretical or superficial dependence on marketing not through practical analysis on users might give rise to serious trial errors or misled policy-making. T-Commerce is obviously expected to grow as typical tool of distribution inclusive of online retail segment in the future, and it must be kept in mind that online consumption behavior by users shows eye-popping change into digitalized thought. Amidst the rapidly-shifting conversion of broadcasting and wireless telecommunications exemplified by the compulsory implementation of digital broadcasting together with T-Commerce around 2013, which accordingly promises accelerated growth, the present study might be utilized in an attempt to draw out user-based administrative strategies and plans. The present study, rather than predicting problems in terms of general viewpoints in a proactive manner, aims at analytically investigating, through surveying and empirical analysis, the demand forecast including use intention on T-Commerce as well as change in consumption after incorporation of T-Commerce and its route of preference by consumers. As a result of empirical analysis over the research hypotheses, all routes except for easiness were selected with statistical significance by having positive effect on user satisfaction, where the highest variable attributable for affecting users is system quality followed by usefulness, amusement, product perception and immediate connectivity, respectively. The highest score of system quality selected was then detailed for verification based on sub-variables, the result of which showed that settlement security and speed to provide user service be most highly attributable for fulfilling satisfaction. Meanwhile, the in-depth analysis on the second-scored variable of usefulness evidenced that such sub-variables as time-saving setting for shopping and benefit of purchase through T-Commerce be closely relevant to user satisfaction. Likewise, the analysis of the third scored amusement variable emphasized that fulfillment of intellectual curiosity and pleasure be mostly influential to user satisfaction, and the variable of product perception as the fourth factor implied that diversification in product composition be more preferred rather than price and quality attributes in products. The last-positioned variable of immediate connectivity showed that it must be secured to the extent regardless of connection time and space in order to satisfy users. The result as above is suggestive that merely theoretical or superficial dependence on marketing not through practical analysis on users might give rise to serious trial errors or misled policy-making. T-Commerce is obviously expected to grow as typical tool of distribution inclusive of online retail segment in the future, and it must be kept in mind that online consumption behavior by users shows eye-popping change into digitalized thought. Amidst the rapidly-shifting conversion of broadcasting and wireless telecommunications exemplified by the compulsory implementation of digital broadcasting together with T-Commerce around 2013, which accordingly promises accelerated growth, the present study might be utilized in an attempt to draw out user-based administrative strategies and plans.

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